Automotive Lead Generation: 8 Tips and Tricks to Boost Leads
In the last few decades, many industries have moved away from relying on conventional media and word of mouth to get their message across, and so did the automotive industry. Major car manufacturers are doing their best to provide information about their new models in the most comprehensible and attention-grabbing way possible to compete for every single potential customer.
However, the greatest competition takes place among the smaller players – car dealerships and independent repair shops. These markets are not as well-established as that of global automotive brands, which is why they have to work much harder to keep their business afloat. A strong online presence is one of the ways to do that, but it may not be enough to simply set up a website and post on social media from time to time.
The key is to find the right approach to attract visitors to your website and convert them into customers. If you are running an automotive business and want to learn more about effective lead generation strategies, here are some tips and tricks to follow:
Implement a Chat Form
If you are willing to provide your visitors with instant support, a chatbox or a live chat is an easy way to do so. This can be helpful if your visitors have questions about the quote they received, general car maintenance, or maybe they want to know whether the products you offer on your website (to ramp up your sales learn how to start selling on Amazon FBA) are compatible with their car. Instead of searching through multiple websites and forums, they can simply chat with you directly.
Remind your visitors about the live chat option with a small pop-up in the corner of the page, or for example, a small Messenger icon if you are using the Meta Business Suite. Once they get their answers, they are more likely to become interested in your services and eventually convert into sales.
Needless to say, social media is one of the best ways to reach out to your target audience. It can help you increase your online visibility and expand the reach of your website. You probably already have a few profiles set up on platforms like Facebook or Instagram to promote your business; however, the key to success is not just posting your content and hoping that people will find you by themselves.
Nowadays, social media platforms allow for custom ads, which can be created in virtually any form available. For example, you can order Facebook ads to target a specific audience, like people located in your area or those who have recently visited your website. Instagram allows you to link specific stories directly to your product pages, so you can easily drive traffic and increase your website’s conversion rate, ultimately leading to more leads. The good news is that you can find reliable marketing automation services and content scheduling tools that will take care of a significant part of these tasks for you.
Improve Quote Requesting Process
If you are a car dealer, you probably allow your customers to request a quote online. This is a convenient way to obtain an estimate of the price, tax, and other fees. This way, your visitors can check if they can afford your services without having to call you or visit your dealership. However, to attract more visitors and convert them into sales, you need to improve your quote requesting process.
The first step is to make the form eye-catching, so add some images, relevant graphics, and related information. The next step is to make your quote request form easily accessible to your visitors. Consider adding it to the top of your homepage or a separate landing page. You could also add a lead generation widget, such as a contact form or a smart form, or allow the customers to send information using a free fax service. There, your potential customers can contact you directly with their inquiries about your services.
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Use Search Engine Optimization
Search Engine Optimisation (SEO) is a set of techniques that aim to improve the visibility of your website on search engines. Higher web page ranking will increase the chances of your website being clicked on when users type in relevant queries, which can then lead to a higher number of sales. Although this does not directly translate into leads, it is a necessary foundation for any digital marketing strategy.
There are many different aspects of SEO to consider, ranging from choosing the right keywords to building your website’s structure and mobile-friendliness. The two most important factors that affect your website’s ranking are on-page and off-page SEO. On-page SEO involves optimizing all the elements on your website, i.e., content, images, videos, and more. Off-page SEO, on the other hand, deals with everything outside your page, such as backlinks, social media signals, and reviews.
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Invest in Content Marketing
Content marketing is a digital marketing strategy that focuses on creating and distributing valuable, relevant, and consistent content for your audience. Content marketing is usually used in tandem with SEO and can help improve the authoritativeness of your business, which translates to higher trust in your services. Content may come in many different formats, including blog posts, articles, infographics, or even podcasts and e-books.
A good content marketing strategy should focus on creating copy that appeals to your target audience. If you are targeting car owners, for example, you could write a blog post about the most common car maintenance problems and how to solve them. If you are targeting young adults looking for their first car, you could create a video or an infographic that compares the pros and cons of different models.
When it comes to content, quality is more important than quantity. As such, try to create content that is informative, well-written, and engaging. If you are not a natural-born writer, consider hiring a freelance writer or a digital marketing agency to take care of it.
Allow Your Visitors to Configure Their Vehicle
When requesting a quote, it is good to know what the visitor is interested in. Knowing the exact model, engine type, gearbox, and so on can help you provide an accurate quote, thus increasing your chances of earning a sale. What’s more, implementing an online car configurator is a great way to present your model line and available options to the undecided viewer.
The configurator should ideally showcase every option there is, from exterior colours and interior finish to special editions and additional accessories, then allow the visitor to see their personalised car in minutes. It can be later saved and sent to you for a detailed quote.
Offer Arranging Test Drives
If you are a car dealer, having the ability to arrange test drives for your visitors is one of the most effective ways to turn them into customers. The car buying process is one of the biggest purchase decisions a person can make, so your visitors will likely want to try it before they buy – this is especially true for online customers. As such, next to the configurator and quote requesting form, you should add a test drive booking form.
There, you should list which vehicles are available for test drives and the requirements for booking a specific vehicle. You should also suggest some of your nearest test drive locations and include a map. When the user clicks on their preferred location, they will be transferred straight to Google Maps with directions from their current location to yours. On top of that, you can offer unique test drives for specific models, for example, an off-the-path ride in the latest SUV.
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Include Information About Financing
Some of your visitors won’t be able to afford the models you offer right away, so it is essential to include information about alternative payment methods and aids. Leasing is now among the most popular ways of financing vehicles, so you should mention it and add cost-per-month estimation for specific models. You should also provide information about buying a car through a loan with the help of a bank or local dealer.
Similarly, you can offer trade-in quotes for your visitors who are looking to upgrade their cars. It can be as simple as evaluating their current vehicles based on year, brand, and mileage, or you can go as far as to offer to arrange a professional evaluation by a third-party mechanic. Trade-in quotes will allow you to stay in touch with your past clients and can even help you sell their current car for them, which is a win-win situation.
Final Thoughts
These are just a few examples of lead generation strategies that you can use to boost your automotive business. Whether you are selling cars or services, the key is to create an online presence and stay in touch with your potential customers at all times. Ultimately, it’s not enough to simply have a website; what matters most is how well you represent yourself on the Internet!
So, implement an instant messaging app to stay in touch with your potential customers and provide them with all the information they might need to make the right decision. Do not forget about mobile compatibility and responsive design if you want your website to be available for all kinds of devices, including desktops, smartphones, or tablets. Last but not least, come up with an actionable social media strategy and track your results!
Sell more, understand your customers’ journey for free!
Sales and Marketing teams spend millions of dollars to bring visitors to your website. But do you track your customer’s journey? Do you know who buys and why?
Around 8% of your website traffic will sign up on your lead forms. What happens to the other 92% of your traffic? Can you identify your visiting accounts? Can you engage and retarget your qualified visitors even if they are not identified?
